The philosophy of the Carlsbad Chamber is to teach our members to build a relationship, not be a hard sell. As I listen to our members after an networking event, I often hear the stories of people coming up to them and trying to sell them versus just getting to know them. I cringe a little every time I hear these stories, or witness it as it happens. I decided this month to focus on that philosophy.
Business networking is one of the most effective marketing and prospecting tools you can use to grow your business. If done incorrectly it can actually be detrimental to your business.
Somewhere along the line salespeople were given the idea that business networking meant pitching and selling. Wrong! Nothing could be further from the truth.
If you plan on building a successful business, don't pitch and sell when you are networking. However, if you don't plan on being in business for very long or plan to switch companies, then by all means pitch and sell.
Business networking is really about building relationships. It's about finding those people with whom you have things in common. It's like dating. Have you ever met a person who was so aggressive and pushy that you ran the other way? No way would you ever date them.
Then there are the people who are so unsure and timid that you never get the chance to meet them. And then there are the people who are genuinely interested in meeting people and getting to know them so they can find the person they want to spend the rest of their life with. As you can see business networking and dating are very similar.
Just as in dating, in business networking you have to meet and get to know people to determine whether they are good referral partners or clients. When you go into the process with a narrow focus of gaining of business, you miss all of the steps designed to keep you safe, happy and successful. Your focus is in the wrong place.
When you focus on really getting to know people, you will be open to and aware of all of the signals. You will build quality, productive relationships that will work for you and your business time and time again.
A person should define business networking as building relationships with people who may or may not need what you have to sell. It's not about selling to them. It's about making the connections and building your referral base.
People have to trust you before they'll do business with you or refer you. How can you make sure you are presenting yourself as someone who is trustworthy? Here are a few tips I researched to assist you in building the right relationships and successful networking:
• You owe it to yourself to do your research and find the Chamber events that make sense for your business. As a Chamber member you should schedule an event such as a First Friday Breakfast, Sundowner, or a workshop like a business meeting. Many people either don't sign up for events or sign up for them and then forget to go.
• Determine how often you should be networking in a week, month or quarter. Develop open-ended questions you can use to ignite a conversation. Try to find unique questions; don't ask the same old “So, what do you do?”
• Attend events with a plan to learn something new. This will keep you from talking too much about yourself and your business.
• Dress appropriately. Bring business cards. Turn your phone off.
• If you go to an event with someone you know, split up once you get there.
• Don't sit down until the program begins. If there is no program, you can sit once you've connected with someone. Sit with strangers, not with people you know.
• When you see someone sitting or standing alone, go to them and introduce yourself. They are alone and nervous. Invite them with you to mix and mingle with others.
• Don't give your business card to everyone you meet. Instead give it to those who ask you for it. Do get the business card of everyone you meet.
• When you are talking with someone, look them in the eye and really pay attention to what they are saying. Don't look around the room or over someone's shoulder when you are talking with them. It's rude. You are letting them know that you aren't really interested in them.
• Don't take a phone call. If you are expecting a call or have a situation that may need your attention, let the person you are talking with know there is the possibility you'll have to excuse yourself. If you have to take a call, leave the room and go to a quiet place. It doesn't make you seem important if you take a call in the room. It makes you seem impolite, silly, rude, and arrogant.
• How do you get away from someone politely? There are a couple of tactics. You can tell them you don't want to monopolize their time. You can tell them you see someone you need to speak with. You can excuse yourself to the restroom. You can tell them you'd like to continue meeting people.
• If you are going to take the time to network, then please take the time to follow up with the people you meet. You can send them a handwritten note or reach out to them to schedule coffee or a meeting. This depends on how well you connected. Don't follow up via e-mail unless the person asks you to. Do at least send a note.
• Don't pitch too early. My suggestion is don't “pitch” at all. When you build relationships it will become apparent to you and the other person when it makes sense to do business with each other. Remember, business networking is about relationships, not selling.
• Don't sign people up for your e-news without their permission.
• Don't assume that just because you met someone you now have right to gain a referral from them, use them as a resource, or give them your promotional and sales materials.
• Always practice the golden rule.
Business networking is one of the most effective marketing and prospecting tools you can use to grow your business. If done incorrectly it can actually be detrimental to your business.
Somewhere along the line salespeople were given the idea that business networking meant pitching and selling. Wrong! Nothing could be further from the truth.
If you plan on building a successful business, don't pitch and sell when you are networking. However, if you don't plan on being in business for very long or plan to switch companies, then by all means pitch and sell.
Business networking is really about building relationships. It's about finding those people with whom you have things in common. It's like dating. Have you ever met a person who was so aggressive and pushy that you ran the other way? No way would you ever date them.
Then there are the people who are so unsure and timid that you never get the chance to meet them. And then there are the people who are genuinely interested in meeting people and getting to know them so they can find the person they want to spend the rest of their life with. As you can see business networking and dating are very similar.
Just as in dating, in business networking you have to meet and get to know people to determine whether they are good referral partners or clients. When you go into the process with a narrow focus of gaining of business, you miss all of the steps designed to keep you safe, happy and successful. Your focus is in the wrong place.
When you focus on really getting to know people, you will be open to and aware of all of the signals. You will build quality, productive relationships that will work for you and your business time and time again.
A person should define business networking as building relationships with people who may or may not need what you have to sell. It's not about selling to them. It's about making the connections and building your referral base.
People have to trust you before they'll do business with you or refer you. How can you make sure you are presenting yourself as someone who is trustworthy? Here are a few tips I researched to assist you in building the right relationships and successful networking:
• You owe it to yourself to do your research and find the Chamber events that make sense for your business. As a Chamber member you should schedule an event such as a First Friday Breakfast, Sundowner, or a workshop like a business meeting. Many people either don't sign up for events or sign up for them and then forget to go.
• Determine how often you should be networking in a week, month or quarter. Develop open-ended questions you can use to ignite a conversation. Try to find unique questions; don't ask the same old “So, what do you do?”
• Attend events with a plan to learn something new. This will keep you from talking too much about yourself and your business.
• Dress appropriately. Bring business cards. Turn your phone off.
• If you go to an event with someone you know, split up once you get there.
• Don't sit down until the program begins. If there is no program, you can sit once you've connected with someone. Sit with strangers, not with people you know.
• When you see someone sitting or standing alone, go to them and introduce yourself. They are alone and nervous. Invite them with you to mix and mingle with others.
• Don't give your business card to everyone you meet. Instead give it to those who ask you for it. Do get the business card of everyone you meet.
• When you are talking with someone, look them in the eye and really pay attention to what they are saying. Don't look around the room or over someone's shoulder when you are talking with them. It's rude. You are letting them know that you aren't really interested in them.
• Don't take a phone call. If you are expecting a call or have a situation that may need your attention, let the person you are talking with know there is the possibility you'll have to excuse yourself. If you have to take a call, leave the room and go to a quiet place. It doesn't make you seem important if you take a call in the room. It makes you seem impolite, silly, rude, and arrogant.
• How do you get away from someone politely? There are a couple of tactics. You can tell them you don't want to monopolize their time. You can tell them you see someone you need to speak with. You can excuse yourself to the restroom. You can tell them you'd like to continue meeting people.
• If you are going to take the time to network, then please take the time to follow up with the people you meet. You can send them a handwritten note or reach out to them to schedule coffee or a meeting. This depends on how well you connected. Don't follow up via e-mail unless the person asks you to. Do at least send a note.
• Don't pitch too early. My suggestion is don't “pitch” at all. When you build relationships it will become apparent to you and the other person when it makes sense to do business with each other. Remember, business networking is about relationships, not selling.
• Don't sign people up for your e-news without their permission.
• Don't assume that just because you met someone you now have right to gain a referral from them, use them as a resource, or give them your promotional and sales materials.
• Always practice the golden rule.